Coach is just one of thousands of companies these days who use Social Media to reach out to their customers. Facebook is one social media outlet currently being used to market Coach products and to advertise promotions and sales. And when it comes to Marketing Communication it seems to me like advertising and trying to promote your business via Facebook (or any other social media outlet) is a great idea. The potential for mass communication is undeniable - for example - On MY Facebook account, because I am friends with The Coach Store I get all kinds of advertising's posted to my facebook wall. These advertising's include information about new products, new product lines, special Coach events and in store and online sales - all of my facebook friends see this, so the message isn't just getting out to me...it's getting out to all of my friends as well.
Using this form of marketing is effective for informing and reminding consumers but it's not an effective way to persuade the consumer to buy your product. If Coach uses this forum to compare their products to their competitors products and shows the benefits of buying a Coach bag instead of a Louis Vuitton bag, then it would be more effective in persuading the consumer. Still - the communication process is happening and Coach is able to send their message to the consumer and see if the consumer responds.
Another aspect of the promotional mix that I think has been effective for Coach is advertising in magazines as a way to inform and persuade consumers to buy their products. Coach has been featured in dozens of magazines such as Lucky, Elle, Glamour and Allure and showing celebrities wearing Coach bags and other products is definitely influential to consumers. But I think it's more important to consider the fact that most young women who buy these magazines are looking for the latest trends and styles to follow so having Coach advertise in these magazines is a smart way to get the word out on your products - because these are the people who are going to go out and buy them.
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